Greycroft, which raised a $175 million third fund late last year, has had its eye on the YouTube ecosystem for a while.

Settle told the Business Journal in November that she was excited by the content and analytic companies forming around the YouTube platform. The firm currently counts Maker Studios as one of its portfolio companies.

Terbeek said he was attracted to Greycroft’s positioning in New York and Los Angeles, the capitals of the advertising and content industries, respectively.

“Having roots in New York and Los Angeles, gives us unparalleled ability to build disruptive media companies,” he said.

Terbeek added that the firm sees potential to help influence the online video space while it’s still growing.

“We think the L.A. market has the best video programmers in the world,” he said. “The ability for us to work with this type of talent and help them transform their business model around these new platforms is unique.”